Pinterest is shifting from scrapbook to marketplace, but when it comes to selling fashion it faces stiff competition from other visually rich digital platforms that blend shopping with shareable content.

Six years ago, serial entrepreneur Kieran O’Neill launched a small start-up business that combined technology and fashion to offer men a personal styling service. This week, that business has received $22m (£16.7m) in funding, bringing its total investment to more than $40m (£30.4m).

The results are in. Only 29% of influencers are asked about their audience demographics, and just 11% of influencers who collaborate with brands on their blogs are asked for their analytics to prove the value of the post or its reach.